Health & Not-for-Profit
The Butterfly Foundation
Identifying digital opportunities to increase reach and operational efficiency
About the client
The Butterfly Foundation represents and provides support for people affected by eating disorders and negative body image – from those with lived experience through to their families, friends, healthcare professionals, donors, and corporate sponsors. TBF identified an urgent need to increase its reach and access to services across metro and rural Australia through digitisation.
The challenge
TBF needed to increase its reach and access to services for people with eating disorders and their supporters across Australia. Existing digital capabilities were limiting the organisation's capacity to meet growing needs – and the brand needed to better reflect the full range of people it served.
Our approach
Zuni worked with TBF through a collaborative co-design process, developing journey maps across six distinct stakeholder groups: people with eating disorders and their supporters, healthcare professionals, individual donors, corporate sponsors, government, and media.
From these journeys, Zuni identified three core digital opportunities: broadening the brand to be more inclusive across the full range of eating disorders; implementing a CRM to better manage relationships across all stakeholder groups; and centralising content management across the organisation.
Zuni produced formal requirements and solution design documentation – including a new website structure with site maps, wireframes and engagement paths built around a condition-first approach; formal CRM requirements; and digital asset management platform requirements.
The outcome
Based on the completed strategy, TBF moved forward with a more inclusive brand refresh, implementation of an organisation-wide MS Dynamics CRM solution, and a rebuild of the website to better communicate the new brand, provide content flexibility, and integrate with backend systems.
Services involved